The purpose of this paper is to examine the virtual store layout's perceived ease of use effects on consumer behaviour and the perceived differences of two layout patterns…
The purpose of this paper is to examine the virtual store layout's perceived ease of use effects on consumer behaviour and the perceived differences of two layout patterns most commonly used in air travel web sites (i.e. grid and freeform layout).
Data were collected through a laboratory experiment from a total of 241 students at a business school. Structural equation modeling (SEM) was used to evaluate the research model and test the research
Results confirm and extend available knowledge regarding virtual store layout effects on shopper responses. However, findings imply that layout pattern affects perceived pleasure and not ease of use in the investigated sector. Additionally, the study confirms the moderating role of atmospheric responsiveness.
Managers should consider and apply the optimal level of ease of use at their web stores' virtual layout to facilitate and yet engage consumers during their online trip.
In the context of e‐tailing, past research examined store layout effects on consumer behaviour mostly through a Technology Acceptance Model (TAM) approach. Elaborating on these research insights, the present research attempt employs an environmental psychology approach measuring the effects of perceived layout on consumer behaviour in the online travel industry through the S‐O‐R paradigm perspective.
The purpose of this study is to provide a conceptual framework for studying the effects of online store atmosphere on consumer behaviour and a compilation of empirical studies from the time when research on web atmospherics emerged in the literature in 1999 until today.
A desk research approach is followed in order to concentrate empirical research on the effects of online store atmosphere on consumer behaviour from top academic journals and conference proceedings through an interdisciplinary research approach (i.e. marketing and information systems literature).
Extant research is concentrated and presented in a structured way. Online store atmosphere influences various aspects of consumer behaviour online. However, there are many open research issues on the effects of online store atmosphere on consumer behaviour.
The present study develops a parsimonious conceptual framework for studying the effects of online store atmosphere, summarises the knowledge on online store atmosphere in a structured and systematic manner, and identifies gaps and opportunities for advancing established knowledge. No single comprehensive collection of empirical research progress on online store atmosphere exists. The paper constitutes a valuable reference of compact information and future research suggestions for both academics and practitioners.